{"id":11571,"date":"2026-04-27T01:46:23","date_gmt":"2026-04-27T05:46:23","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/04\/27\/aw360-qa-orange-142s-barbara-burnett-on-mid-market-programmatic-today\/"},"modified":"2026-04-25T17:01:08","modified_gmt":"2026-04-25T21:01:08","slug":"aw360-qa-orange-142s-barbara-burnett-on-mid-market-programmatic-today","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/aw360-qa-orange-142s-barbara-burnett-on-mid-market-programmatic-today\/11571\/","title":{"rendered":"AW360 Q&A: Orange 142\u2019s Barbara Burnett on Mid-Market Programmatic Today"},"content":{"rendered":"\n

By Becky Johnson, CEO, Workhorse Studio LLC<\/em><\/p>\n\n\n\n\n\n

Programmatic has become more powerful, but also harder to manage. For many teams, the challenge isn\u2019t access to tools. It\u2019s understanding what\u2019s working, where spend is going, and how to act on it quickly.<\/p>\n\n\n\n\n\n

Barbara Burnett<\/a><\/p>\n\n\n\n\n\n

\"\"<\/figure>\n\n

, Senior Director of Business Development at Orange 142, works with brands and independent agencies to turn performance goals into effective programmatic strategies. She also contributed to Orange 142\u2019s recent rollout of Ignition+<\/a>, an integrated approach designed to simplify buying paths and improve outcomes.<\/p>\n\n\n\n\n\n

In this Q&A, Burnett shares what she\u2019s seeing in the market, where complexity is getting in the way, and how teams are starting to rethink how they approach programmatic day to day.<\/p>\n\n\n\n\n

If you sit with a mid-market team today, what are they frustrated by?<\/strong><\/h2>\n

It\u2019s the disconnect between effort and clarity. Teams are putting in the work, but not always getting a clean read on what\u2019s driving results. They see pieces of performance, but not always how those pieces connect. In many cases, the challenge isn\u2019t just performance. It\u2019s understanding how the system is working in the first place. Many teams think they know where their dollars are going, until they take a closer look.<\/p>\n\n\n\n\n\n

That leads to second-guessing. Not because they don\u2019t have data, but because they don\u2019t fully trust how it fits together. Teams often believe they have a full visibility into spend, but they\u2019re only seeing part of the picture. When trust drops, everything slows down. Even strong performance gets questioned, if it can\u2019t be clearly explained.<\/p>\n\n\n\n\n\n\n\n

When that line isn\u2019t clear, it also becomes harder to understand how much of the budget is going toward working media, how costs are structured, and what\u2019s influencing outcomes.<\/p>\n\n\n\n\n

Where does that break down the most in their day-to-day?<\/strong><\/h2>\n

It shows up in how much effort it takes to get to a decision. Time goes into reconciling platforms, checking outputs, and making sure everything lines up before acting. Teams aren\u2019t running campaigns. They\u2019re spending a significant amount of time managing the process around them.<\/p>\n\n\n\n\n\n

Many of these teams are managing enterprise-level complexity without enterprise-level resources. That\u2019s where things start to drag. Not in capability, but in how long it takes to move from question to answer. In a fast-moving environment, that delay becomes a real cost. And right now, too many workflows create that hesitation.<\/p>\n\n\n\n\n

When buyers say programmatic has gotten harder, what are they reacting to?<\/strong><\/h2>\n

They\u2019re reacting to how much coordination it takes to make it work. Each addition to the stack made sense on its own. Over time, the work has shifted from execution to coordination. Buyers are navigating a chain of intermediaries, where each step adds distance between spend and outcome.<\/p>\n\n\n\n\n\n

At a certain point, that complexity stops adding value. In many cases, it starts working against performance rather than improving it. The model still works, but the experience of using it has become harder to manage at scale.<\/p>\n\n\n\n\n

You’ve introduced Ignition+ into the market. What gap were you trying to close?<\/strong><\/h2>\n

There are too many steps between seeing a problem and being able to do something about it. We kept hearing the same thing from teams managing larger, more complex programmatic investments. Too many steps between seeing something and being able to act on it. Too much time spent validating instead of moving.<\/p>\n\n\n\n\n\n

It\u2019s built for teams managing complex programmatic investments, where those extra steps have a real impact on outcomes. The goal is to create a direct path through the workflow, bringing buying, optimization, and measurement closer together instead of spreading them across disconnected systems. That means if a team has to check three places before they feel confident in a decision, that delay is a real cost.<\/p>\n\n\n\n\n\n\n\n

At a certain point, teams want to feel like they\u2019re buying media, not layers of cost around it. The goal isn\u2019t to replace how teams work. It\u2019s to support it in a way that feels connected and easier to manage. If a team can move from insight to decision without having to double-check across multiple systems, that\u2019s a meaningful shift.<\/p>\n\n\n\n\n

Where does Ignition+ show up in the day-to-day? What feels different?<\/strong><\/h2>\n

It shows up in how quickly teams can move. Instead of bouncing between platforms to piece together what\u2019s happening, they can stay closer to the workflow and make adjustments with confidence in real time.<\/p>\n\n\n\n\n\n

It also changes how much effort goes into validating decisions. Less time verifying, more time acting. When those extra steps are removed, teams get time back and performance becomes easier to manage at pace.<\/p>\n\n\n\n\n\n\n\n

It’s less about adding new capabilities and more about removing friction from the ones teams already rely on. A big part of that comes from how we\u2019re approaching it. There\u2019s a mix of buy-side and supply-side experience behind it, so the workflow reflects how both sides operate.<\/p>\n\n\n\n\n\n\n\n

This is grounded in a performance mindset. It reflects how campaigns are managed and measured every day. It\u2019s designed to work alongside existing teams, whether in-house or agency-led, with a hands-on approach to how teams navigate and act on what they\u2019re seeing.<\/p>\n\n\n\n\n

Everyone’s talking about AI right now. What’s proving useful?<\/strong><\/h2>\n

Where it\u2019s proving useful is in surfacing performance changes earlier, before they show up in standard reporting. When something changes in performance, teams want to catch it quickly and understand what\u2019s behind it. That\u2019s where AI can help, especially in flagging patterns that might not be obvious right away. Most marketers aren\u2019t asking for more automation.<\/p>\n\n\n\n\n\n

They\u2019re asking for better visibility into what\u2019s already happening. Where it falls short is when it skips over the \u201cwhy.\u201d If teams can\u2019t explain what\u2019s happening, it\u2019s hard to act on it with confidence. Speed without clarity also doesn\u2019t help. In some cases, it creates faster confusion.<\/p>\n\n\n\n\n

What separates platforms that are working for teams right now from the ones that aren’t?<\/strong><\/h2>\n

It comes down to how much they get in the way. The platforms that are working make it easier to understand what\u2019s happening and act on it without a lot of back-and-forth. The ones that don\u2019t perform well tend to require interpretation, cross-checking, and added time before teams can move.<\/p>\n\n\n\n\n\n

The setups that tend to work best are the ones where performance, incentives, and outcomes are aligned. Teams aren\u2019t asking for more features. They\u2019re asking for fewer obstacles between them and the outcome.<\/p>\n\n\n\n\n

What’s one thing you want teams to keep in mind as they think about where programmatic goes from here?<\/strong><\/h2>\n

What I keep coming back to is how much effort it takes to move from insight to action. There\u2019s a lot of capability in the market right now, but if it takes multiple steps to act on what you\u2019re seeing or too much effort to feel confident in a decision, that becomes the issue. I hear that consistently in conversations.<\/p>\n\n\n\n\n\n

So, for me, it comes back to making sure the setup supports how teams actually operate. Can they see where spend is going? Can they act on what they\u2019re seeing without having to validate it across multiple places? That\u2019s where the shift is happening. It\u2019s less about adding layers, and more about making it easier to work with what\u2019s already there and acting the fastest with confidence.<\/p>\n\n\n\n\n\n\n\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Programmatic has become more powerful, but also harder to manage. For many teams, the challenge isn\u2019t access to tools. It\u2019s understanding what\u2019s working, where spend is going, and how to act on it quickly.<\/p>\n","protected":false},"author":7,"featured_media":11572,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[6],"topics":[2],"class_list":["post-11571","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-tech","topics-editorial"],"acf":[],"yoast_head":"\nAW360 Q&A: Orange 142\u2019s Barbara Burnett on Mid-Market Programmatic Today | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/aw360-qa-orange-142s-barbara-burnett-on-mid-market-programmatic-today\/11571\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AW360 Q&A: Orange 142\u2019s Barbara Burnett on Mid-Market Programmatic Today\" \/>\n<meta property=\"og:description\" content=\"Programmatic has become more powerful, but also harder to manage. 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